MARKETING RESEARCH ND1 SALES & MARKETING 2024

TEST 1

TIME: 1HR 30 MINS SESSION: AUG-DEC

YEAR 2024

LECTURER: CHITSAMBA A EC NUMBER: 5201813T

SALES & MARKETING MANAGEMENT DEPARTMENT

COMMERCE DIVISION MUTARE POLYTECHNIC

ANSWER ALL QUESTIONS

Question 1

Explain five (5) importance of carrying out a marketing research [25]

Question 2

a. Explain the term probability sampling technique [5]

b. Explain any four (4) probability sampling techniques [20]
Marking guide for Test 1 ND3 MAY 2024 (IMC)

Question 1

Explain five (5) importance of carrying out a marketing research [25]

Learners are expected to identify and explain the key importance of marketing research to a
business. The following are the expected importance but not limited to:

 Identifying customer needs, preferences, and behaviors

 Assessing the potential for new products or services
 Evaluating the effectiveness of marketing campaigns and strategies
 Analyzing the competitive landscape and market trends
 Informing pricing decisions and evaluating the impact of price changes
 Supporting strategic planning and decision-making processes

Question 2

a. Explain the term probability sampling technique [5]

Guiding definition of probability sampling

Probability sampling is a method of sampling where each member of a population has a

known, non-zero probability of being selected to be part of the sample. This means that
each member of the population has an equal chance of being selected for the sample, and
the selection of one member does not influence the selection of any other member. This
method of sampling is used in research studies and surveys where the goal is to generalize
the results to the larger population. By using probability sampling, researchers can ensure
that the sample is representative of the population and that the results can be generalized
with a known level of confidence. This includes methods or techniques such as simple
random sampling, stratified random sampling, systematic sampling and cluster sampling.

b. Explain any four (4) probability sampling techniques [20]

There are several sampling methods that fall under the umbrella of probability sampling.
These methods not only vary based on the type of research you’re doing and the type of
data you want to yield, but also the amount of time you have to conduct your research and
the tools you have at your disposal. Here are the four main types of probability sampling
approaches that researchers use:
Simple random sampling

In simple random sampling, all members of the population have an equal chance of being
selected and the selection is done randomly. To achieve this, researchers may use tools like
a random number generator to select participants from the overall population to be part of
a sample. However, while simple random sampling is, as the name indicates, the simplest
sampling strategy, it is also prone to bias. For example, the smaller your sample size is
compared to your overall population, the less likely you are to draw a reliable sample totally
at random.

Stratified random sampling

Many populations can be divided into smaller groups based on specific characteristics that
don’t overlap but represent the entire population when put together. With stratified
random sampling, you would draw a sample from each of these groups (or strata)
separately. This allows you to make sure that every subgroup is properly represented, which
leads to more accurate results than simple random sampling.

It’s common to stratify by characteristics like sex, age, income bracket, or ethnicity. The
strata must be specific and mutually exclusive; meaning every individual in the population
should only be assigned to one group. Once you’ve split your population into strata, you
would then use simple random sampling to select individuals from each group, in proportion
to the total population. Those individuals would then be combined into a single sample.

Cluster sampling

Like stratified sampling, cluster sampling also involves separating the population into
subgroups, or clusters. But that’s where the two probability sampling methods diverge.
With cluster sampling, each cluster should have similar characteristics to the population.
Instead of selecting individuals from each and every cluster, you would begin by randomly
selecting entire clusters. If possible, you might include every individual from each selected
cluster in your final sample. If the clusters are too large, you would need to randomly select
individuals from each cluster.

Researchers often use pre-established and easily available groups as clusters. This is
typically based on geographic boundaries, like cities or counties, but it can also be schools or
office locations. Cluster sampling is most often used to save costs when surveying
populations that are very large or spread out geographically. However, there is more risk of
sampling error with cluster sampling. Each cluster is supposed to represent the total
population, but this can be difficult to guarantee.

Systematic sampling
In systematic sampling, each member of the population is assigned a number, and then
selected at regular intervals to form a sample. (Systematic sampling is also known as interval
sampling.) Or, to put it another way, every “nth” individual in the population is selected to
be part of the sample.

For example, in a population of 1,000, you might choose every 9th person for your sample.
This can be more straightforward than other sampling methods, as there is a clear and
systematic approach to picking individuals that doesn’t involve a random number generator.
On the flip side, the resulting selection may not be as random as they would be if a
generator was used. Additionally, it’s important to ensure that there’s no hidden pattern in
the list that may affect the random selection. If there’s risk of data manipulation, the sample
will be skewed and you may end up with over or under representation within your sample.

For instance, say you plan to survey employees within a particular organization, and all the
employees are listed in alphabetical order. You plan to use systematic sampling to select
every 4th employee for your sample. However, if the alphabetical list is also organized by
team and seniority, you might end up choosing too many or two few people in senior roles,
which would lead to bias into your sample.